<![CDATA[This article asks how Islamic higher education institutions (PTKI) in Indonesia produce television edutainment, and it treats that work as an institutionalized form of pedagogical da'wah and as a space for integrative Islamic education. Research on Islamic media has concentrated on audiences, social-media preachers, and reception, while the production side inside formal academic institutions has stayed largely out of view. The study answers three questions: how television edutainment becomes institutionalized as pedagogical da'wah, how producers translate integrative Islamic values into entertaining formats, and what constraints shape the work. The design is a qualitative multi-case study of three PTKI media units, SUN TV at UIN Sunan Kalijaga Yogyakarta, UNINUS TV at Universitas Islam Nusantara Bandung, and DNK TV at UIN Syarif Hidayatullah Jakarta, drawing on 30 in-depth interviews, 18 participatory observation sessions, organizational documents and digital media archives, and 3 focus group discussions collected from April to September 2025, analyzed through data reduction, display, and verification together with cross-case thematic analysis. Three findings emerged at the level of production practice and producer intention. Production at these sites is an institutional extension of classroom teaching and da'wah rather than stand-alone broadcasting. Producers carry integrative Islamic values into entertaining formats through story, dramatization, dialogue, and humor, within ethical limits that this study reads through maqāṣid al-sharī'ah as the authors' interpretive lens rather than as the producers' own vocabulary. Production remains a negotiated practice, shaped by unstable human resources, uneven infrastructure, and the pull between religious dignity and audience appeal. The study proposes moral media work as an analytical concept derived from three cases rather than as a validated theory. Because audience reception and learning outcomes were not investigated, claims about educational value describe producer intention rather than demonstrated effects, and implications for madrasah and pesantren require empirical testing.]]>
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